Apple's 'Crush'-ing blow: A tone-deaf ad backfires

The deep-seated disgust many felt towards Apple's latest iPad Pro commercial is understandable. A montage of cherished creative tools—a piano, paints, a record player, etc.—being obliterated by a hydraulic press is an alarming image. Especially considering the piano's potential lifespan dwarfs the fleeting relevance of a new gadget.

The message we got was this: Apple, a tech giant, is crushing everything beautiful and human in favour of a sleek, but ultimately disposable, device. They wanted us to think about the device's thinness—one of its biggest selling points—but it came at a cost of what looked like we're going to destroy everything else you use for creativity and expression.

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Apple unveils powerful new iPad Pros

Photo: Apple

Apple recently launched a significant update to its iPad lineup, including all-new iPad Pros and, for the first time, iPad Airs in two sizes. This signals Apple's focus on reinvigorating the tablet market with powerful tools for professionals and consumers alike.

The centrepiece of the new iPad Pro is the custom-designed M4 chip. This powerhouse promises a remarkable 4x performance improvement over previous iPad Pro models. Even compared to Apple's latest M3-powered MacBooks, the M4 boasts exceptional AI capabilities, hinting at exciting possibilities unveiled at the upcoming developer conference.

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Apple's AI push reportedly starts with the iPad Pro

Apple’s Johny Srouji introduces new Mac chips (Photo: Brooks Kraft/Apple)

Apple is accelerating its chip development, with the next-generation M4 set to debut this year in iMacs, MacBook Pros, and Mac minis. The M4 boasts a significantly upgraded Neural Engine, paving the way for powerful new AI features. But there's more: there's a strong possibility the upcoming iPad Pro will also sport the M4, making it Apple's first truly AI-powered device. Bloomberg's Mark Gurman talks about the possibility in the newest edition of his Power On newsletter.

This strategic move aligns with the booming AI trend in tech. By supposedly unveiling the iPad Pro before its June Worldwide Developers Conference (WWDC), Apple can showcase its AI chip strategy without overshadowing other announcements. 

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Apple poised for May launch of new iPads with OLED displays, larger Air model

Photo: Apple

Apple is set to unveil new iPad models in early May, according to Bloomberg's Mark Gurman. These next-generation iPads were initially expected for March or April, but delays in OLED display manufacturing and software development pushed back the launch date.

The highlight of the release is expected to be the new iPad Pro featuring an OLED display, a first for the iPad lineup. Gurman also hints at redesigned Magic Keyboard and Apple Pencil accessories for the Pro line, though specifics remain under wraps.

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